6 of 8 projects
Ending HIV
Know Now, It's Easy As
ACON
TEST MORE is ACON’s third campaign instalment for the broader ENDING HIV initiative launched in 2013. Its role was to progress public awareness of the next key message in the equation – Test More + Treat Early + Stay Safe = Ending HIV - as part of the overall objective to halt HIV transmission in NSW by 2020.
Since 2013 ACON has been leading the way in raising awareness and starting positive discussions to end HIV transmissions in NSW. ACON has taken on this challenge to educate and mobilise the community about HIV through the multi-phased Ending HIV campaign.
MANY NEW INFECTIONS IN NSW RESULT FROM GAY MEN BELIEVING THEY ARE NEGATIVE WITHOUT KNOWING THEIR HIV STATUS. FACT: HIV STATUS IS OFTEN NOT KNOWN DUE TO LOW TEST FREQUENCY RATES.
ACON wanted the community to be aware of the availability of rapid testing services offering results in just 30 minutes, effectively removing the barriers to HIV testing. A campaign was needed that could encourage the male gay community to increase yearly testing from once to twice a year. This was a critical part of the plan to end HIV by 2020. We dived back into the community to understand how people felt about testing, documenting their wide range of attitudes and experiences. Armed with this knowledge, we were able to build a strategy and creative campaign that resonated with the target audience.
With the use of bold and graphic language, the integrated 'Test More' campaign launched at Mardi Gras 2014. Taking over the streets of inner-city Sydney during Mardi Gras, ‘Test More’ appeared in metro-lights, street posters, t-shirts and merchandise for volunteers, press, social and digital media executions. A branded float for the Mardi Gras parade was ACON’s biggest yet.
75%
OF RESPONDENTS ARE NOW MORE AWARE OF RAPID HIV TESTING AS A RESULT OF THE CAMPAIGN.
THE RESULTS SPEAK FOR THEMSELVES. INFORMATION IS POWER.
By empowering the target audience with approachable, relevant information about rapid HIV testing, increasing frequency of testing and educating and encouraging the target audience to seek more information, the community has continued to be mobilised to engage with the issue. Of 500 survey respondents:
63%
now engage in twice-yearly testing where they hadn’t before.
41%
sought further information using the dedicated ACON channels we created.
